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But
while children used to think $1 to $5 under the pillow was a generous gift
for losing a tooth, Real Tooth Fairy sets the monetary standard far
higher.

The Birthday
Party Collection, for example, which includes party favors like ten
rainbow wands, 12 pink cups, 20 balloons and 20 pink plates, costs a
whopping $379.99.

VIP memberships to the website, which let girls access more games and products, also cost a fee.

While the site is aimed at young girls aged five to ten, the cartoon representations of Tooth Fairies appear far older, with tiny waists, revealing outfits and make-up that liken them to Barbies.

Expensive tastes: The Birthday Party Collection, which includes party favors like ten rainbow wands, 12 pink cups, 20 balloons and 20 pink plates, costs a whopping $379.99 on the website

Raising the bar: While children used to think $1 to $5 under the pillow was a generous gift for losing a tooth, Real Tooth Fairy sets the monetary standard far higher

What's
more, a leaked video of the Real Tooth Fairy LLC's pitch to investors
demonstrates the company's perception of young girls as merely a profitable marketing
opportunity.

In a
transcript of the video posted on CommercialFreeChildhood.org,
a
voiceover says: 'With a target audience of 10million U.S. girls ages
six to ten who lose 20 teeth, that translates to 200million Tooth Fairy
moments.'

The 'cha-ching'
sound of a cash register is heard in the background, before the
voiceover adds: 'And biology guarantees that will never stop.'

Sexualized? While the site is aimed at girls aged five to ten, the cartoon representations of fairies appear far older, with tiny waists, revealing outfits and make-up that likens them to Barbies

Campaign
for Commercial Free Childhood, also known as CCFC, has launched an
initiative to stop the toy company from '[cashing] in on one of
childhood’s most treasured imaginary figures.'

CCFC
director Dr Susan Linn said in a statement: 'It's bad enough that so
many commercial characters marketed to little girls are sexualized.

'It's
especially egregious to sexualize a childhood icon that has only
existed in children's imagination.'

And
critics of the website have taken to Twitter to voice their concern.
'Even the Tooth Fairy has been pimped out by the corporate world,' wrote
one skeptic.